Mastering Technical SEO: Core Concepts and Best Practices

As part of our ongoing SEO Masterclass Series, we recently hosted an in-depth session focused entirely on content creation for SEO.

Led by our Group Operations Director David Norris, SEO Director Jack Minot, and Content Lead Ross Gibson, the session unpacked how to create content that not only ranks—but resonates.

🎯 Why Content Still Reigns Supreme

The core message? Content is still king—but only when it's useful, relevant, and truly built for your audience. In an era where Google’s algorithm is laser-focused on helpful content, generic blogs won’t cut it. Your content must be user-centric, not brand- or keyword-centric.

Google rewards content that is:

• Expert-led and experience-backed (think E-E-A-T: Experience, Expertise, Authoritativeness, Trust)

• Built with clear intent alignment

• Contextually relevant and valuable

🧠 SEO Strategy Must Start with Audience Insight

Using tools like Global Web Index, we map out:

• Who your audience is

• How they find and engage with content

• What pain points and influences shape their decisions

Don’t have fancy tools? Tap into your first-party data or simply talk to your customers to understand what truly matters to them.

🔎 Keyword Research Done Right

We covered the four key types of search intent:

1. Informational – “How to descale a kettle”

2. Navigational – “YouTube login”

3. Commercial – “Best laptops for students”

4. Transactional – “Buy MacBook Air”

It's not just about volume—intent is everything. Smaller-volume, high-intent keywords often convert better than broader ones.

🔧 The SEO Content Audit Blueprint

A solid content audit helps identify:

• Pages to remove (thin or duplicate)

• Content to repurpose or optimize

• Posts to consolidate

• New content that needs creating

Metrics like impressions, click-through rates, and engagement help guide decisions. Remember, this is not a “set it and forget it” job—it’s an ongoing cycle.

🤖 Where AI Fits into the Process

AI tools like ChatGPT are brilliant for:

• Ideation

• Draft refinement

• Content structuring

But they’re copilots—not drivers. Our approach? Use AI to enhance, not replace, human creativity and editorial oversight.

💪 Building a Strong Content Hierarchy

Effective SEO content strategies map content to the user journey:

• Top-of-funnel (educational guides)

• Mid-funnel (product comparisons)

• Bottom-of-funnel (purchase pages)

Content should guide users seamlessly from interest to action.

🌐 What Makes On-Site Content Great?

Here’s our checklist:

• Aligns with user intent

• Structured for readability and UX

• Demonstrates E-E-A-T

• Includes rich media (images, videos, infographics, tables)

• Is easily navigable and updated regularly

🚫 Common Content Pitfalls

Be aware of:

• Cannibalization (competing pages)

• Outdated or duplicate content

• Lack of performance tracking

• Overlooking user behavior signals